Explora Journeys has launched a new global advertising and branding campaign designed to reposition luxury cruising in the minds of high-end travelers. The message is direct: its ships are not simply vessels, but five-star hotels at sea, where the boundaries of land-based luxury are surpassed rather than replicated.
The campaign uses wit and understated humor to challenge common perceptions about cruising. In one promotional video, a narrator suggests that “maybe the hottest spot in town isn’t in town at all,” as guests relax in a sauna overlooking the ocean. The imagery and language present the ships as destinations in their own right, emphasizing design, space and atmosphere over traditional cruise clichés.
According to company leadership, the campaign aims to attract travelers who already enjoy luxury hotels but may not have previously considered cruising. Instead of pushing a hard sell, Explora Journeys seeks to invite reconsideration. The approach is intended to spark curiosity rather than forcefully redefine expectations.
Developed by McCann Paris and executed by director and photographer Jonas Lindstroem, whose portfolio includes work for major global fashion and lifestyle brands, the campaign reflects a more fashion-forward and editorial aesthetic than traditional cruise advertising. It will be distributed across social media, print, television, digital channels and out-of-home platforms worldwide.
The timing is strategic. The campaign arrives five months before the debut of Explora III, the brand’s third ship. While the company has launched new vessels consistently between 2023 and 2028, the past year provided a rare pause without a ship introduction. That interval allowed the brand to refine its narrative and clarify its positioning within the competitive luxury travel market.
Explora Journeys is part of the MSC Group and has been building its presence in the premium segment by emphasizing spacious suites, refined dining, wellness offerings and curated itineraries. Rather than highlighting entertainment or onboard attractions, the new campaign centers on the concept of effortless, hotel-style sophistication carried across the sea.
The messaging will also extend to travel advisors, a key distribution channel for luxury cruise bookings. The company plans webinars and partner briefings to explain the campaign’s themes and provide materials that advisors can tailor to their own audiences. By aligning marketing efforts across consumer and trade channels, Explora aims to ensure consistent storytelling.
As competition intensifies in the high-end cruise sector, brands are increasingly differentiating themselves through identity rather than itinerary alone. Explora Journeys’ latest campaign signals that its competitive edge lies in presenting ocean travel not as a departure from luxury hospitality, but as its evolution – a floating extension of the five-star hotel experience.
